Hong Kongs Hutchison mobile phone marketing warfare.docVIP

 PAGE \* MERGEFORMAT 11 Hong Kong’s Hutchison mobile phone marketing warfare Hong Kong’s mobile phone development are only a short decade, but its change and competition can be regarded as the world. From the earliest analog systems, developed into the most advanced digital technology, but also including the United States military communication technologies. On the other hand, Hong Kong’s mobile phone market from the early oligopoly and quickly transformed into the current open market. Hutchison Telephone Company Limited was established in 1987, is Hong Kong the earliest three mobile phone companies. In addition to Hutchison Telephone, also included a group under the Hong Kong Telecom CSL, and so one of the Pacific Group, under the Pacific Link Telecom, they are to operate mainly analog network. At that time, bands and mobile telecommunications technology, lack of resources limited, the network operators have failed to provide sufficient line to meet the market needs. Market demand and supply curves have been seriously distorted, the result would lead to the rapid rise in the price, which includes mobile phone price and usage fees. Since 1987 up until 1992, the market model is completely closed and monopoly, the price control rests entirely with the hands of the hands of three companies. In order to obtain the effect of maximizing profits, companies have different marketing strategies to establish their own market share. During that period, can be said that the golden age of the operators. Because they not only from a monthly fee and airtime to achieve profits, but also from mobile phones to obtain a good return of sale, which accounts for about 30% of the profit operators a 40%. The price of mobile phones when at its peak 3-3.5 million each, but their costs are only a few thousand dollars. Can be desired but the in this respect profit margins are huge. Hutchison Telephone success factors Since the proper use of our marketing strategy and market environmen